Prospects for Australia’s live music industry appear strong for the remainder of 2013 and into 2014 with 86% of live-music fans intending to attend the same or increase their attendance to music events in the next 12 months, according to new research by leading independent ticketing agency Moshtix.
5000 people responded to Moshtix’s survey on trends in the live music industry, almost 150% more than responded to the previous survey.
The report reinforces people’s accelerating interest in live music generally and, despite recent reports of several festivals finding it tough going, 28% of those surveyed said there are not enough music festivals and 74% said they attend local gigs with two or more friends.
“We do this research bi-annually as a benchmark to provide our clients with a snapshot of consumer sentiment and industry prospects,” said Moshtix’s new owner and managing director Harley Evans. “Our hope is that in discovering more about the public’s awareness, preferences and opinions on the staging of live music, we can help our clients in some small way when it comes to making decisions about how to make their events and venues more appealing.”
The new Moshtix research includes an emerging picture of people’s use of mobile devices as a single platform for access to their live music preferences. People can now research, make ticket preferences, pay for and receive their tickets on their mobiles, making live music a 24/7 aspect of their lives. Noticeable however was that security of credit card information remains a perceived issue for many ticket buyers, with ticketing company websites being easily the most preferred channel for the actual ticket purchase.
The new Moshtix research reveals that people become aware of music festivals through email alerts (73.1%), social media (71.9%) and word-of-mouth (72%). The findings are also similar for local music events with word of mouth 72%, social media 65.7% and email 63.9%.
“We see mobile as the most important emerging platform for ticketing,” said Evans. “Live music fans are passionate people and their interest travels with them everywhere, as do their mobiles. We must make sure their mobile experiences are in keeping with the interaction they want from our industry.”